Last week, toymaker Hasbro announced changes to their iconic Mr. Potato Head brand. They are dropping the “Mr.,” making the new brand name Potato Head. Brand leaders felt this name change is more reflective of their full product line, and is a step forward in “making sure all feel welcome” by promoting gender equality and inclusion.
As part of this effort, this fall brand will introduce the “Create Your Potato Family” box set. The kit includes two large potato bodies, a small potato body and 42 accessories, that allow kids to create their own idea of what a family looks like, rather than having to play within the confines of an pre-determined narrative of what a family looks like.
Hasbro notes that the classic Mr. and Mrs. Potato Head characters aren’t going anywhere, and will still be available for purchase.
This move by Hasbro further reflects the growing trend that inclusive marketing is the future of marketing. And by taking the time to evolve their brand in a way that enables more people to see themselves reflected, or to create in a way that is reflective of their own worldview and values, Hasbro is cultivating an environment that will enable more people to feel like they belong.
That’s important, because business is about belonging. When your customers feel like they belong with you, they will reward you with their attention, adoration and loyalty. When they don’t feel like they belong, they will go off in search of another brand that does make them feel that way.
Here are two lessons you can take from Hasbro’s approach to help you evolve and become more inclusive with your brand.
Look at the numbers. Hasbro recognizes that the definition of what makes a family is changing, and is evolving their products to be reflective of that. back in 2014, Pew Research reported that less than half of kids under 18 in the U.S., lived in what has long been thought of as the “traditional” family, with two heterosexual parents in the home. If the number was at 46% in 2014, it has likely grown since then.
Consumer demographics are rapidly changing. And those demographics have an impact on the way consumers see, experience, and interact with the world. That includes the products, services and experiences your brand delivers.
Thus, it is important for you and your team to keep a pulse on the demographics of the people you serve, and how they are trending and changing over time. Then you can evaluate whether or not your brand needs to evolve as well to stay relevant with your customers.
Give your customers options. There is a spectrum of how inclusive your brand is. All inclusive marketing efforts don’t deliver the same quality of experience to your customers.
Hasbro is giving their customers options that make them feel normal. With the introduction of the “Create Your Own Potato Family” box set, kids can build whatever family set-up that works for them. All the tools they need to do so are included within the box.
Customers don’t have to raise their hand to get more accessories to make their personal vision of a family work. They don’t have to be forced into trying to make one size (or format) fit all—because that rarely ever is true.
As you work to make your brand more inclusive, explore how to make your diverse and niche consumers—or those that don’t so easily fit into what is considered to be mainstream, feel normal. Give them options that allow them to use your product in a manner that works for them. Those options make your customers feel seen. They’ll appreciate that you too the time to consider them and make them feel like they belong.
Culture is changing and evolving, and as such your customers are changing and evolving with them. And if you want you brand to stay relevant, don’t be afraid to evolve as well.
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March 03, 2021 at 02:58AM
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2 Inclusive Marketing Lessons You Shouldn’t Ignore From Hasbro’s Potato Head Rebrand - Forbes
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